2/4 AA on flush board. Value bet river?

Is it standard to check the turn when the possible flush completion comes?

I would bet 40 to 70% of the pot to see if they want to play their top pair or draw.

Not as afraid of a big reraise there as I may have odds to call w/the Ace of the flush and the possibility that they may be just representing the flush w/ a draw at it. Although a big re-raise would really blow, it'd be a read dependent call.

Of course I get trapped on my continuation bets w/small sets or actual flushes as I make that type of bet too often.

Just trying to learn here when it should be bet out and when not.